AF299 - WRITE BETTER Amazon product listings with Sasha Gorelik
In this episode of the Amazon Files podcast, host Kristin Ostrander interviews Sasha Gorelik, a copywriter, and strategist for e-commerce clients. They discuss the importance of building a brand and differentiating oneself in the Amazon marketplace, with Sasha offering tips on effective brand messaging and positioning. They also touch on the upcoming Invisible Warriors benefit concert, which supports women with invisible chronic illnesses. Sasha shares her favorite things to write about and offers advice on writing effective Amazon listings, including balancing features and benefits and using tools like Grammarly. They also discuss the drawbacks of using AI-generated copy and the value of human creativity in writing effective listings.
How to Create a Winning Brand Narrative for Your Amazon Products
Are you struggling to differentiate your products on Amazon? Do you find it challenging to come up with a unique brand narrative that resonates with your target audience? Look no further! In this episode, Kristin and Sasha discuss the importance of crafting a brand narrative and how it can make a significant impact on customer loyalty and repeat business.
Sasha shares her experience transitioning from a freelance Amazon listing writer to a strategist, helping clients with their brand positioning and differentiation. She emphasizes the importance of doing the work to identify customer pain points and crafting a unique brand narrative before jumping into writing product listings. Kristin and Sasha also discuss the evolving landscape of Amazon and the increasing emphasis on brand differentiation.
Sasha shares an example of a smoothie brand called Genius Juice that effectively positions itself by lumping all of the "enemies" together under the label of "dumb stuff." By doing so, the brand makes it clear to customers who the enemy is and how they win by not having any of those things. Kristen emphasizes the importance of clear and concise copywriting in product listings, as it is essentially the ad for the product and can make or break a sale.
So, how can you create a winning brand narrative for your Amazon products? According to Sasha, it all starts with identifying a villain and positioning yourself as the hero. Use visual cues and concise slogans to convey your message and differentiate yourself from your competitors. Sasha recommends listing out the features and benefits of the product and using them to create a table for the listing. She also suggests reading the listing out loud and using tools like Grammarly to improve readability.
Remember, customers can easily recognize when a listing has been generated by AI, as it lacks the personal touch and brand storytelling that human-written copy can provide. Taking the time to create high-quality sales pages is essential for achieving great sales on Amazon. So, don't be afraid to put in the work to craft a unique brand narrative and set yourself apart from the competition.
If you want to learn more about copywriting for Amazon listings, don't forget to check out Sasha's website and YouTube channel. And, don't forget to mark your calendars for the upcoming Invisible Warriors benefit concert, which supports women with invisible chronic illnesses.
WATCH:
LISTEN:
QUOTE:
"Take your time. You will not get really great sales without really good sales pages, a.k.a. your listings." - Kristin Ostrander
Invisible Warriors Benefit Concert [00:00:02]
Kristin promotes the upcoming Invisible Warriors benefit concert and encourages listeners to support the organization.
Sasha's Background in Copywriting [00:02:33]
Kristin interviews Sasha about her background in copywriting and how she helps clients with their brand messaging and positioning on Amazon.
Importance of Building a Brand [00:05:01]
Kristin and Sasha discuss the importance of building a brand and differentiating oneself in the marketplace, and how Amazon is leaning towards favoring brands.
Creating a Brand Narrative [00:07:47]
Sasha and Kristin discuss the importance of creating a brand narrative and differentiating oneself in the marketplace, using Apple as an example.
Importance of Customer Experience [00:09:20]
Kristin shares her experience with a sunglasses brand that provided a high-quality customer experience, emphasizing the importance of overdelivering on product and creating a memorable experience.
Identifying a Villain in Brand Positioning [00:11:59]
Sasha explains the concept of identifying a villain and positioning oneself as the hero in brand positioning, and how it can be applied to Amazon product listings.
Brand Positioning [00:14:23]
Sasha explains how a smoothie brand called Genius Juice cleverly positioned themselves by identifying their enemies as "dumb stuff" and how this helps customers understand their brand better.
Importance of Copywriting [00:15:04]
Kristin and Sasha discuss the importance of writing good copy for Amazon listings, even though customers tend to skim through them. They also talk about the balance between optimization and good copywriting.
Favorite Things to Write [00:17:35]
Sasha shares her favorite things to write, including brand positioning, slogans, and taglines for businesses, as well as email marketing. She also mentions the types of products she enjoys writing about and those she avoids.
Writing Effective Amazon Listings [00:21:13]
Tips on writing effective Amazon listings, including balancing features and benefits, conducting keyword research, and using tools like Grammarly.
Importance of Branding and Differentiation [00:22:20]
Discussion on the importance of building a brand and differentiating oneself in the marketplace, including the use of color and editing techniques.
Sasha's Amazon Listings Course [00:24:07]
Information about Sasha's Amazon listings course, including its focus on keyword research and A+ content, and a discount offer for purchasing both courses together.
Building a Brand [00:28:18]
Kristin and Sasha discuss the importance of building a brand and differentiating oneself in the marketplace. Customers recognize when a listing is written by AI and lacks a compelling brand story.
Good Sales Pages [00:29:12]
Kristin emphasizes the importance of taking time to create good sales pages or listings. Sasha's expertise in copywriting and brand messaging can help differentiate products from similar ones in the marketplace.
Upcoming Benefit Concert [not timestamped]
Kristin promotes the upcoming Invisible Warriors benefit concert and encourages listeners to support the organization.
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